1. Why do this project - Primary objective
   1. If PIN consistently engages health care sources on what matters to them...
      1. Then the project will showcase high value health care sources (on PIN.org) that will attract new business.
         1. If we don't do this project, then we fail to translate our strength - our sources and their insights - into a business asset.
2. Secondary objectives
   1. Sources will have a clarity about what it means to be part of PIN.
   2. It exposes sources to PIN's new ability to showcase responses.
   3. Health Care is one of APM's "four areas of impact."
   4. Provides a template for continuous engagement of sources for our team and for partner newsrooms.
   5. The PIN team will have a better understanding of who is in PIN and where the network should grow.
3. What are the goals?
   1. Produce a steady stream of Insight Pages that showcase health care sources on various topics in the news.
   2. Produce a steady stream of PIN blog posts that communicate to a wider audience the engagement with health care sources.
   3. Leverage the Insight Pages and blog posts to convince health care nonprofits, journalists and other business targets that we have a robust source pool.
4. What are expected outcomes?
   1. We sell potential health care business targets by convincing them that PIN has a vibrant health care pool of sources.
   2. We energize the PIN.org page with this sustained activity by:
      1. Adding 2 to 3 new Insight Page entries per week around health care.
      2. Adding 2 to 3 new blog post entries on health care per week.
5. What is the plan?
   1. Plan to engage health care sources
      1. Marking the targets
         1. Divide PIN health care cohort into affinity groups
            1. Rank affinity groups to determine a workable order
      2. Determine measures
         1. Pageview measures?
         2. Source engagement measures
         3. New source measures
      3. The first interaction
         1. Pre-query
            1. Phone call to handful of sources
            2. Use information from older PIN queries.
         2. Query
            1. Questions to ask...
            2. Based, in part, on pre-query work.
            3. To create a baseline for measuring engagement
            4. i.e. - How often you'd like to hear from PIN
            5. To know what is relevant to them
            6. What concerns you about X...
            7. When discussing X, what do you talk about with family? with friends? with colleagues?
            8. How? The Insight Page
         3. Email report to sources
            1. Mention the blog as a home for fuller campaign.
            2. Give three to four trends from query.
            3. How? Interactive email
         4. PIN.org
            1. How? Blog page
            2. Use the language from the email
            3. Tweak it for a wider audience.
            4. Use tags as an organizing method
      4. The second pass
         1. New Insight Page
            1. Query questions can be based on:
            2. A trend we wrote about after previous query.
            3. A trend in the news
            4. Close the previous Insight Page for new responses and point them to this new one.
         2. To a new interactive email
            1. Remind them of blog as the home
         3. To a new blog post
      5. Third Pass
         1. See the flow of the previous pass.
      6. Query to measure impact
         1. Use the measurements outlined at the beginning of project.
            1. Report out to PIN team
            2. Report in a blog post for partners
      7. Other passes as needed
         1. See the flow of previous passes
6. What are the measures?
   1. Initial interest by business targets
   2. Number of business targets that take on PIN because of the health care initiative
   3. We see between 37 to 43 new queries in the 16-week period from the project
   4. We see about 40 new PIN.org blog posts based on the project
7. What type of contractual arrangement?
   1. Follows the pricing plan developed by the PIN team.
8. How are they funded?
   1. N/A
9. What development time is needed?
   1. None, will use existing PIN products for the project.
10. What is the duration of the project?
    1. Initially it will run for 16 weeks
11. What communication required?
    1. What APM communication required?
       1. Informing Digital team of the PIN effort after a month.
       2. A plan to regularly communicate with the Health Care initiative by APM
    2. What partner communication required?
       1. A plan to inform partners of the steady stream of health care insights will be crafted with the partners manager.